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Workfront is already equipped with APIs (the application programming interface that allow two applications to talk to each other) that connect it to Adobe Creative Cloud and Adobe Experience Cloud. This is important for Adobe as they continue to focus on enterprise customers, of which Workfront has in spades.Īdobe and Workfront are longstanding partners, with over 1,000 shared customers. It has one million users worldwide, is used by about 3,000 companies, and its clients include many of the world’s top brands. There are other companies in the project management space (Wrike and Asana, for example), but Workfront is particularly well-positioned in marketing. Naturally, that makes for efficiencies it also makes it easier to collaborate and reduce errors. Finance, marketing, sales: They can all use the same platform. Workfront made its mark with its project management software, which allows the various elements of a project to be integrated into one single system. Instead, whether they like it or not, they will become data entry clerks.Īnd that means a lot of people (us included) will have to re-examine the way they work.

Once Workfront is integrated into Adobe, creativity will no longer be required of marketers. We think the acquisition, which will cost Adobe $1.5 billion and which will come into effect as soon as regulatory approval is given, sounds the death knell for creativity in marketing, even though Adobe’s products, particularly Creative Cloud, are at one level all about creativity.īecause the acquisition is a big step towards the creation and execution of fully automated, robotically created marketing campaigns. The announcement is a clear signal that Adobe is further investing to build the world’s leading marketing cloud.

Workfront is a major player in the work management category, widely used to manage content, plan and track marketing campaigns, and permit collaboration across teams. The marketing world saw more consolidation by the recent announcement that software giant Adobe had reached an agreement to buy Workfront, a software company that has developed Web-based work management and project management software.